Study finds online supermarket shoppers register improved overall satisfaction, higher first-time use
This year’s research found Walmart (37%) surging ahead of Amazon (29%) in terms of shoppers indicating the provider used on their most recent online grocery shopping experience.
The Retail Feedback Group (RFG), Lake Success, N.Y., released the 2019 U.S. Online Grocery Shopper Study.
Channels shopped and overall satisfaction
More than half of the respondents tried or shopped with only one online grocery provider in the last 12 months. About 20% indicated they shop mostly or only online for food and groceries, while 32% indicated they shop online and in-store about equally, and 48% mostly shop in-store and occasionally shop online for food and groceries. Fulfillment by pickup appears to be “picking up” with 47% of those surveyed now indicating their orders were picked up (compared to 43% last year).